Adobe at Advertising Week 2012

Posted by Craig Corica on October 10, 2012

Adobe made a splash last week at Adver­tis­ing Week in New York with our biggest presence yet. After spending five days with more than 80,000 atten­dees (brands, dig­i­tal agen­cies, marketers/advertisers, media com­pa­nies and more) we walked away having gained and shared insights into the future of adver­tis­ing. From our four panels, to networking with attendees at our Adver­tis­ing Week Expe­ri­ence (AWE) booth, a few things resonated with us:

Silos need to come down and collaboration is mandatory among advertisers, publishers and marketers – from campaign creation to execution.

Social is a powerful force – and yes, a valuable channel for advertisers that can be measured, deliver strong ROI and ultimately help brands engage with their audiences (people like you and me).

Mobile opportunities are heating up – from advertising to digital publishing. More “clicks” and “views” are happening on smartphones and tablets so if brands want to reach consumers with their campaigns, a mobile strategy is a must. (Watch our video above about the mobile advertising opportunity).

Our own David Karnstedt, SVP of Media and Advertising Solutions, offered this perspective: “Data is the common currency across search, display and social. One must view this holistically to understand how they all work go together to maximize results. The path to conversion and how the channels all work together is key. It’s all about the media mix, and, as importantly, how one attributes the con­ver­sion to each medium.”

Who is stepping up as the leaders shaping the evolution of this fast-moving industry? Check out our blog posts from Advertising Week, including video interviews and clips from our panels, as well as info about updates to Adobe AdLens, our cloud-based, media optimization technology that manages search, display and social advertising as a unified campaign.